This study aimed to address the underexplored area of the adoption of Business-to-Consumer (B2C) Commerce by Small and Medium Enterprises (SMEs). In addition, this study specifically focused on factors influencing B2C adoption by SMEs, its impact on marketing performance, and potential strategies for optimization. Recognizing the scarcity of quantitative studies on digitization's impact on SMEs, this study emphasized the need for a systematic understanding of these enterprises’ responses to e-commerce adoption. In line with the Technology-Organization-Environment (TOE) framework, the primary focus was on the continuous evaluation and optimization of e-commerce platforms, including AI integration, within core marketing strategies. Based on customer tech-savviness in the environmental dimension, adapting e-commerce strategies ensured a comprehensive approach in the evolving technological landscape. While providing valuable insights, several limitations, such as context-specific findings and potential response bias due to self-reported data were also identified. Consequently, future investigations were advised to include comparative studies between e-commerce-adopting and conventionally operating organizations, as well as explore perspectives of e-commerce users and consider industry-specific variations. This was pertinent because investigating e-commerce implementation in emerging technologies and platforms could offer insights into the dynamic landscape of digital business. In conclusion, this study contributed to the cognition of B2C Commerce adoption in SMEs, offering practical insights and strategic recommendations for leveraging technology to enhance marketing performance and overall business growth.

The aim of this research is to analyze the influence of supply chain and digital marketing in increasing the acceleration of repositioning in the Millennial Generation and its implications for the sustainability of cooperatives in the city of Palangka Raya where the study was executed. The sample in this study was 250 respondents consisting of the millennial generation (born 1981-1996) and Generation Z (born 1997-2012), using the Stratified random sampling technique. Data collected through questionnaires was then analyzed using SEM-PLS. The findings of the research and data analysis indicate that: Supply Chain and Digital Marketing directly have a positive and significant effect on the Acceleration of Repositioning in the Millennial Generation in Palangka Raya City; Apart from that, Supply Chain, Digital Marketing and Accelerated Repositioning to the Millennial Generation directly have a positive and significant impact on the Sustainability of Cooperatives in the City of Palangka Raya; Accelerating Repositioning in the Millennial Generation was able to partially mediate Supply Chain and Digital Marketing towards Cooperative Sustainability in Palangka Raya City, Central Kalimantan Province, Indonesia. So, it can be concluded that to improve Cooperative Sustainability among the Millennial Generation in Indonesia, important factors that must be improved include Supply Chain, Digital Marketing, and Accelerated Repositioning.

This paper aims to explore the role of service innovation and competitive advantage as a mediator of product innovation on marketing performance of small and medium enterprises (SMEs) manufacturing firms in Indonesia. The sample size used in the research was 180 SMEs and the sampling technique is area (cluster) sampling. Furthermore, the sample criteria or respondents, whose researchers' recommendations for filling in the research instrument are managers and can represent company owners. Findings provide empirical evidence that service innovation on marketing performance; competitive advantage on marketing performance; product innovation on service innovation; and product innovation on competitive advantage have positive and significant effects, except the influence of competitive advantage on marketing performance which was not significant.

The aim of the research is to analyze the influence of viral marketing and customer reviews on purchasing decisions with consumer trust as a mediating variable. In marketing theory, purchasing decisions can be improved by mediating consumer trust, so that products can be sustainable. The study was conducted on Indonesian iced tea products, which are typical tea leaf products from Indonesia. The type of research used in this research is quantitative and analyzed using PLS. 105 respondents in the research were customers of Indonesian iced tea products in Palangka Raya City. The research results show that viral marketing, customer reviews mediated by consumer trust variables had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on purchasing decisions, viral marketing had a significant positive effect on consumer trust, customer reviews had a significant positive effect on purchasing decisions, customer reviews had a significant positive effect on consumer trust and consumer trust had a significant positive effect on purchasing decisions for Indonesian Iced Tea products in the city of Palangkaraya.

Diversity, equity, and inclusion (DEI) are crucial for commercial success, fostering innovation, fresh ideas, and mutual respect. Prioritizing DEI is vital for businesses to connect with a broader customer base. A study examined how effective diversity management influences a brand's diverse customer base and DEI policies. It explored the impact of DEI culture, workforce, evaluation practices, product issue resolution, and diversity partnerships on customers. Multinational entities surveyed, with 176 online HR and marketing experts participating. Likert scales, gauged responses, and structured equation modeling analyzed data. The study found that embedding DEI into company culture, maintaining diverse personnel, monitoring DEI performance, addressing DEI challenges with products, and engaging diverse partners positively affect a varied customer base. The research emphasizes that multicultural team leaders must prioritize diversity management for successful implementation, providing a theoretical and statistical framework for effective DEI policies across diverse clienteles.

Global business is getting more and more cutthroat. Digital technology plays a significant role in giving companies a competitive advantage and improving the effectiveness of corporate processes. The Malaysian government has advanced by implementing e-government to use digital technologies to improve operations. In line with the objective of Malaysia’s government, this study examines the impact of e-procurement adoption and e-procurement determinants on supply chain performance among Malaysian manufacturing companies. Using a quantitative research design with an online survey questionnaire, 99 responses from manufacturers listed in the Federation of Malaysian Manufacturers directory were obtained, representing 19.41% of the response rates. It fulfilled the minimum sample size of 92, and the data were examined using PLS-SEM. A total of 13 hypotheses are supported, accepted hypotheses one and two in which top management support and information communication technology infrastructure do not directly affect supply chain management. Besides, the findings prove this study's mediating effect on e-procurement adoption. It indicates that most Malaysian manufacturing companies have embraced e-procurement to support their supply chain operations.

This study examines the correlation between internal drivers, external pressures, Green Entrepreneurial Orientation (GEO). In the context of wood processing companies in Lumajang, this study examines how green supply chain management (GSCM) practices and performance interact. The study relies on theoretical underpinnings grounded in both institutional theory and the Natural Resource-Based View (NRBV) theory to thoroughly explore and comprehend these complex interconnections. Data was collected from a sample of 98 wood processing companies registered as Primary Timber Forest Product Industries (IPHHK) in the Lumajang District Forestry Office up to 2020, using a saturated sampling technique over three months from January to March 2022. This study's data analysis was carried out using structural equation modeling (SEM), which uses the partial least squares (PLS) methodology. The results of the analysis indicate that internal drivers do not exert a significant influence on Green Supply Chain Management (GSCM) performance. In contrast, external pressure and Green Entrepreneurial Orientation (GEO) have a notable and statistically significant impact on GSCM performance. Furthermore, GSCM practices play a crucial mediating role, fully mediating the correlation between internal drivers and GSCM performance and partially mediating the correlation between external pressure, GEO, and GSCM performance. This research holds practical implications for managers, supply chain specialists, and Lumajang wood processing industry policymakers. It clarifies the significance of particular drivers in putting GSCM practices into practice and reaching improved performance levels. Future research should consider expanding the sample size, extending the scope of the survey, exploring additional research avenues, and implementing longitudinal designs to investigate green supply chain integration and firm behavior over time.

This study empirically explores the influence of innovation orientation on the digital supply chain, mediated by dynamic capabilities within the context of Small and Medium Enterprises (SMEs). This study, rooted in a comprehensive evaluation of dynamic capabilities and innovation orientation, introduces a framework that could serve as a valuable resource for subsequent research. It contributes to the global discourse on optimizing digital supply chain practices among SMEs. Quantitative method was employed, gathering data from 212 professionals in SMEs in Dubai, UAE, via an online questionnaire. The collected data were analyzed using SmartPLS 4, focusing on reliability, validity, discriminant validity, and hypothesis testing. The findings show a significant influence of innovation orientation on the digital supply chain. Dynamic capabilities also exhibit an indirect yet substantial impact on the relationship between innovation orientation and the digital supply chain. The identified dynamic capabilities are instrumental in refining decisions associated with the circular economy and leveraging technology to enhance supply chain mechanisms. These capabilities foster positive correlations between the digital supply chain and innovation. The predominant advantage of digital supply chains for consumers lies in their agility and speed, facilitating swift response to customer demand and bolstering business efficiency. The model presented is a template for future research, which could expand its scope to include other industries like manufacturing or services, augmenting the robustness of the findings.

This research tries to analyze the explicit and implicit impact of the smooth supply chain and fairness of the tax system on corporate taxpayer compliance and its implications for state tax revenues. This research uses quantitative methods, using random sampling techniques, and obtained a sample of 100 respondents consisting of various MSMEs registered with the Ministry of Cooperatives and SMEs in 2023 who are taxpayers in South Jakarta City, DKI Jakarta Province, Indonesia. The data obtained from the surveys was utilized in Structural Equation Modelling with Partial Least Squares (SEM-PLS) for additional analysis. Research results and data analysis show that tax system equity has a direct and significant impact on corporate taxpayer compliance; tax system fairness directly has no and minimal impact on state tax revenues; and corporate taxpayer compliance directly and significantly impacts state tax revenues. A smooth supply chain has a direct and substantial impact on corporate taxpayer compliance. Furthermore, a smooth supply chain has a direct and substantial influence on state tax collections. A seamless supply chain and state tax revenues are largely mediated by corporate taxpayer compliance, which has a substantial impact on both. Furthermore, the relationship between the fairness of the tax system and state tax collections in MSMEs in South Jakarta City is totally mediated by corporate taxpayer compliance.

This study investigates the mediating role of supply chain digitization in the relationship between supply chain agility and operational performance. To test the study hypothesis, a survey questionnaire was distributed to 320 respondents occupying different managerial positions at pharmaceutical manufacturing companies in Jordan. However, 285 questionnaires were retrieved, of which 17 were excluded for their invalidity. Thus, only 268 questionnaires were found to be valid for statistical analysis. The results show There is a relationship that is statistically significant between supply chain agility and operational performance; there is an impact of supply chain agility on supply chain digitization; there is an impact of supply chain digitization on operational performance; and there is no significant mediating role of supply chain digitization in the relationship between supply chain agility and operational performance. The study concludes by emphasizing the importance of supply chain agility in enhancing the operational performance and supply digitization of pharmaceutical manufacturing companies in Jordan. The study recommends other researchers conduct further studies on how digitalization, information systems, and technology may improve supply chain agility, examine the ideas of responsiveness and resilience in agile supply chains, and recognize how these factors might be balanced by businesses to attain the best possible operational performance.